E-Mail: Open Rates Are Down, But Effective!

eMarketer.com just posted that “fewer consumers worldwide are opening marketing e-mails, according to a November 2008 study by MailerMailer.” (eMarketer) MailerMailer is an affordable ESP for smaller list management needs if you’re interested. This matter to me considering I send 100,000+ e-mails monthly! Based on research, they found that in the first half of 2008, the average marketing e-mail open rate fell to 13.20% and Click rates fell to 2.73%. Some industries had higher open rates for their marketing e-mail (ie: finance, religious/spiritual, gov and telecom).

Also, another factor that could contribute to the drop in Open Rates and Click Through Rates (CTR) is the Subject Header. For anyone new to e-mail marketing, eMarketer conducted earlier studies that showed, shorter subject lines performed better than longer ones:

  • Subject Lines < 35 Characters – Open Rates: 19.6% ; CTR: 3.1%
  • Subject Lines > 35 Characters – Open Rates: 14.8%; CTR: 1.9%

But don’t start thinking “e-mail is a waste of time”…that’s simply crazy talk! E-mail is 2nd to paid search when it came to driving high volume. (You should already know that!) What I didn’t know was that an average of 4 out of 10 SEM companies said “e-mail marketing yielded the best ROI of any tactic worldwide” (Survey results from January 2008 from Search Engine Marketing Professional Organization (SEMPO)).

If you are looking to do e-mail marketing, I’ll be writing an article next week about “The Best Email Service Provider’s For Small Businesses”, with Q&A, Price Quotes and more.

Posted under E-Mail

This post was written by Joshua Russak on November 14, 2008

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Dynamic E-mail Signatures for Gmail,Yahoo!, AOL & Hotmail

WiseStamp Signatures

WiseStamp Signatures

This article is relevant for all of you who use the signature function in Outlook. For those of you who don’t know what I’m talking about, ever notice when you get a professional e-mail, the signature will have a company logo, colors, links, etc. And until recently, the top 4 free Email Service Providers have been lacking such options. Until now, Outlook ruled the “signature” space…but not anymore!

This article is geared for Firefox users (b/c that is what I am using). I was on the hunt for an awesome Firefox Extension for Gmail Signatures, when a friend of mine told me there was an even better extension that worked with the big 4 ESP’s: AOL, YAHOO!, GMAIL & HOTMAIL! WiseStamp is a Firefox extension that enables you to easily customize & add personalized email signatures on any webmail service (Gmail ,Yahoo ,Aol mail, Hotmail).

WiseStamp is without a doubt, amazing! Very easy control over your email signatures, with granular level customization. Easily insert your Instant Messenger & Social services (LinkedIn, Facebook, Twitter, etc.) The best part is you don’t even have to know HTML. It’s as easy as using Microsoft Word, with a library of premade signatures here, and the option for HTML is there. I suggest this for everyone. It increases your visibility with every e-mail, and in this space, transparency is necessary if you want to get your name out there.

Posted under E-Mail, Viral Marketing

This post was written by Joshua Russak on October 24, 2008

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